International Trademark Association’s Upcoming New York Conference Will Focus on Brands’ Influence on Society

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The International Trademark Association will look at brands and their relation to sustainability, technology, politics, and other timely issues at its 2020 New York Conference—Brands in Society: Their Influence and Responsibility.

It’s becoming more and more critical for brand owners to be laser focused on what their consumers want and what changing times demand in order to build consumer trust, brand loyalty, and ultimately brand value

The International Trademark Association (INTA) will take a close look at the role of brands in the world today in relation to sustainability, technology, politics, and other timely issues, at its 2020 New York Conference—Brands in Society: Their Influence and Responsibility.

The conference will take place on March 16 and 17 in New York City. It features intellectual property professionals and representatives from some of the world’s largest brands, including Anheuser-Busch InBev S.A., Facebook, Inc., Major League Baseball Properties, Inc., Mattel, Inc., Starbucks Coffee Company, Unilever P.L.C., ViacomCBS, and Warner Media.

Because brands must continually adapt to changing social, economic, and political environments, the conference will examine the impact of technology on brands and their legal teams, the role that sustainability plays in brand strategies, the social and economic benefits of corporate social responsibility (CSR) initiatives, the risks and rewards of engaging in a volatile political climate, and other important topics tied to the important role brands have in society.

Consumers are becoming increasingly interested in brands that share their values and focus on doing good in the world.

A new report from IBM in partnership with the National Retail Federation found that nearly 80 percent of consumers indicate that sustainability is important to them, and more than 70 percent would be willing to pay a premium for brands that are sustainable and environmentally responsible.

Among Gen Zers, currently the largest group of consumers worldwide, even more eyes are looking at what brands stand for. According to INTA’s multi-country study of Gen Zers born between 1995 and 2000, Gen Z Insights: Brands and Counterfeit Products, 85 percent believe that brands should aim to do good in the world.

“It’s becoming more and more critical for brand owners to be laser focused on what their consumers want and what changing times demand in order to build consumer trust, brand loyalty, and ultimately brand value,” said INTA CEO Etienne Sanz de Acedo. “The New York Conference offers the invaluable opportunity for legal and business professionals to hear from insiders about their experiences and to walk away with ideas and practical tips that can help them address these issues with a critical and well-balanced lens.”

Five capsule keynote speakers will serve as centerpieces for the event. Jennifer Cohan, President, Edelman New York, will discuss how to increase consumer trust to ensure the success of a brand. Melissa Froehlich Flood, Vice President, Social Impact & Public Affairs, Marriott International, Inc., will look into why brands are shifting their focus from shareholder value to the needs of consumers, employees, and communities. Gina Lucarelli, Team Leader of the United Nations Development Program Accelerator Labs Network Team, will share how the UN Development Program helps invest in the future. Justin Mervis, Executive Vice President & General Counsel, KIND Snacks, will examine how to build a business in a socially conscious world. And Venkatesh Kini, Co-founder & COO, Ubuntoo, will talk about growing the value of a brand through sustainability efforts.

In line with both the conference’s theme and INTA’s commitment to CSR, the Association is asking registrants to make a donation to charity:water, a nonprofit organization. INTA’s has a year-long initiative to support this cause, and the contributions will fund a sustainable, community-owned water project in a developing nation.

For more information and to register for INTA’s New York Conference, visit http://www.inta.org/2020newyork
About the International Trademark Association

The International Trademark Association (INTA) is a global association of brand owners and professionals dedicated to supporting trademarks and related intellectual property (IP) to foster consumer trust, economic growth, and innovation. Members include more than 7,200 trademark owners, professionals, and academics from 187 countries, who benefit from the Association’s global trademark resources, policy development, education and training, and international network. Founded in 1878, INTA is headquartered in New York City, with offices in Brussels, Santiago, Shanghai, Singapore, and Washington, D.C., and representatives in Geneva and New Delhi. For more information, visit inta.org.

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Jean-Claude Darné
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